As part of the regional leadership team, Peter leads the Commercial Marketing team in EMEA. In this master class, he talks about how Marketo uses marketing automation itself. With more than 25 years of experience in marketing, Peter has contributed to the success of multiple brands in the software and digital media industry, including Marketo, Microsoft Surface, Skype, Xbox and MSN.

1. © 2018 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Automationat Adobe
May 27th 2020
1
Peter Bell
EMEA Marketing Director,Adobe
@peterbel

2. © 2018 Adobe. All Rights Reserved. Adobe Confidential.

3. © 2018 Adobe. All Rights Reserved. Adobe Confidential.
Unleashing Accelerating Powering

4. © 2018 Adobe. All Rights Reserved. Adobe Confidential.
Agenda
4

5. The Customer

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Customer Journey
6

7. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Customer Journey
Prospects receive an
average of
10 marketing touches
from the
time they enter the
top of the funnel
until they’re a
closed-won
customer
7

8. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Customer Journey
8
70% of customers cross 5+ channels when
making purchasing decisions

9. Marketing @ Adobe

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Functions
10
Product & Industry
Marketing
Creative
& CX
Marketing
Operations
Customer
Marketing
Demand
Generation
Corporate
Marketing

11. The Marketing Funnel

12. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Funnel
12

13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Funnel
13

14. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Funnel
14

15. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Funnel
15

16. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Lifecycle Model
▪ Model your lead stages and flow
▪ Buyer & Relevance activity triggers movement between stages
▪ Tailor campaign messages and offers to buyer journey stage
16

17. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Lead Stages & Content
17

18. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Lead Scoring
18
Product Score
Account Score
BehaviourScore Decay
Demographic Score
Customer
acquisition
Retention
Cross/Upsell
Good Demographic fit?
Purchasing Behaviour?
Good Firmographicfit?
Product of Interest ?

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Success Path Analyser
▪ View key metrics for your revenue
model
▪ Visualize both flow (amount) and
velocity (speed, in terms of days) of
people through the stages
▪ Focus marketing efforts where buyers
get stuck
19

20. Attribution
“Tell which campaigns are having the most impact”

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Attribution is Hard
Multiple Touches
Ten touches needed to convert a cold lead into a sale
Multiple Influencers
There are on average 5.1 people involved in the buying decision
21

22. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Methods to Measure Marketing ROI
22
SINGLE TOUCH
ATTRIBUTION
NON-WEIGHTEDMULTI-
TOUCHATTRIBUTION
WEIGHTED MULTI-TOUCH
ATTRIBUTION

23. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Single Touch Attribution – First Touch
Keyword
Search
12 – 15 Months
€100K
€100K
Opportunity
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted

24. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Single Touch Attribution – Last Touch
Keyword
Search
12 – 15 Months
€100K
€100K
Opportunity
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted

25. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
UnweightedMulti-Touch Attribution
Keyword
Search
12 – 15 Months
€25K €25K
€100K
Opportunity
€25K€25K
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted

26. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Weighted Multi-Touch Attribution
1. Time-Decay
2. U-Shapedor Position Based
3. W-Shaped
4. Full-Path
5. Custom
6. Machine-Learningrecommended

27. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Multi-Touch Attribution: W-Shaped
Keyword
Search
Sales Accepted
€30K €5K
€100K
€5K€30K
LinkedIn PostFacebook Ad
In-Person
Event
30% 30%30%
€100K
Opportunity
€30K

28. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Event MarketingMeasurement
▪ Multi Touch (MT) Ratio = Pipeline/ Investment
▪ >15 is Successful / < 10 is unsuccessful
28

29. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Resources for You
• Download the ‘The Definitive Guide to Marketing
Metrics and Analytics’ from Marketo.com
• Download the Marketing Metrics and Analytics Cheat
Sheet
• https://www.marketo.com/resources/

30. © 2019 Adobe. All Rights Reserved. Adobe Confidential.

31. 31